This YouMoz entry was submitted by one of our community members. The author’s views are entirely his or her own (excluding an unlikely case of hypnosis) and may not reflect the views of Moz.

When I am approached by a potential SEO client, they usually encompass a combination of wide-eyed fascination and squinty skepticism. Even after becoming a client, these two reactions are prevalant whenever I produce something that they honestly hadn't thought of before. Keyword Research? Search Volume?

"He's either smart or sneaky," they seem to think, treating me as if I'm a whiz one moment and a used car salesman the next. It's difficult to avoid when a company like mine tries to operate with a higher level of transparency, yet deals with industry terms and definitions that aren't in the common vernacular (I find it hard enough to explain how I rate keywords, which is made no less difficult when I have to actually explain what SEO stands for first).

When I really get them in though, when I know that their confidence in me has been bolstered and they've actually taken a leap along the path of trusting me, is when I talk about their industry and the market they're in.

If I can prove to them that I know their users and their business, then I'm well on my way to establishing a long-term client. When I not only understand that their target demographic probably doesn't use the web to search for their particular product during the day and instead will be surfing at night from home, or that their potential users are going to use a one-letter variation on a word because most of them are from the U.S. instead of Australia, then it all of a sudden gives credibility to my Difficulty Ratings and Competition Analysis.

The majority of my research is actually done on the client themselves, and keywords and competition second. Keyword research can yield some real gold mines in niche terms (boy, has it!) and Competition Analysis has shown me some great tactics for taking on the Big Boys in the top 3 spots, but nothing is as important in my SEO work than understanding who my client is and who they're going for.

I watch too many of my peers, in both web design and web marketing, focus more on what they want and what the client wants, especially what the client wants, without focusing first on what their potential clients are looking for.

I vacillate between wanting to tell them all, "Know the client and their market first! It'll help your business!" and "Keep doing what you're doing! It'll help MY business!"

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Comments
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Excellent post. I've only been in SEO since December, but the clients that I do have did not start out open to the idea at all. Most of them needed something because the economy is in a bad state, their print ads are not yielding the same results they used to, and there is an imminent danger of going under. After I saved a few businesses, the referrals haven't stopped. The only unfortunate thing about this is that none of them are interested in how or why it works, and so I have a hard time pitching new ideas because they sound strange and foreign. I find myself repeating the same proposals more than once, and telling clients to "trust me".

I couldn't agree more. I've recently started working for an online marketing services agency and have been reviewing all of their pitch processes and templates. I quickly realised that in the past they too were guilty of focussing on what they wanted - i.e. to sell their services, rather than what the client wanted.

Having now reviewed and amended the pitch processes and templates they are now more client focussed. The process now begins with discovering what the client's (or potential client's) marketing objectives are. It's also about making sure that these objectives are SMART - (specific, measurable, achievable, relevant, time-bound).

This in itself is often challenging, as we often work with fairly small businesses whose objectives are often as broad as 'rank higher in Google'. Rank for which terms? How high is high? By when? What will that mean in business terms?

I strongly believe that by educating the client to think more specifically about what they want to achieve, and how they will measure the success thereof you are engaging them early doors which can only benefit you in the longer term.

@justFred - I dig. You wonder how much your winning smile is going play in to whether or not they actually will when you say, "trust me."

@mike - So bloody true it's amazing. It still amazes me how many in my industry I see ignoring the broader aspects of the client relationship and how much it hurts their business.

@artur - You are 100% right, and have now inspired me to alter my own tactics a bit. I used to not share as much info with clients about whom I've helped and how much. Maybe a jump on the trust wagon is also my expertise being shown off a bit.

@hannah - Sounds like you can also call your self a "Web Consultant" or "Marketing Consultant" or some other such variation. I figure any time you are involved in educating the client for their own advancement, you can use that title and charge twice as much. Ha ha. I keed, but people that do that can only add immense value to a relationship that doesn't necessarily expect it. Oh, and SMART is awesome, I'm so stealing that.

@bfullam - I dig that analogy and will more than likely steal that too.

This is great! Keep commenting and sharing ideas people, I'm getting rich with quotes and I didn't even have to THINK! Heh heh.

I could not agree more. Knowing a client and their industry is key to any long term relationship. Not knowing your SEO client would be like a real-estate agent looking for a house for their client before ever asking what their price range is, what style house they like, where they want to live, etc.

I firmly believe in being pro-active, and with that comes some homework on our part as SEO's and really taking the time to understand what it is we are doing for each and every client.

As we all know, trust is something you have to build, not something that can be earned over few hours of chat on the phone or email.

I am in the web hosting industry and I get the following question asked the most "How would search engine optimization help me/my business increase revenue, bottom line?".

Explaining SEO over the phone is difficult, what I usually do is ask them to turn on their Internet and check some of our SEO'd website examples (as they view the examples, I explain the details and how the engine works). After going trough this 5 minute tutorial, they immedietly want to know more and usually want to sign up within few minutes.

Here is another bump on the road, not being able to "guarantee" great results, when a client hears the "No Guarantee" disclosure, they immediatly think that you will use it as an exuse down the line if your SEO work is subpar/did not meet their expectations. The trust factor plays a big part here.

Another thing that helped me build trust is "references", actual people/clients who I helped previously and delivered great results.

The list goes on, maybe later I will write a comprehensive article about my experiences, who knows putting heat, light and visibility on this issue might generate tons of great solutions.

P.S.

If anyone calls me for SEO service, I definitely jump in their shoes and do a business analysis before I move forward with SEO recommendations and strategies.

Communication and trust are the foundations of any client relationship.

Maybe not so oddly one flows from the other, through the simple act of talking to your custmer, knowing their business, and being passionate about the potential your services can offer them you can not only win a client, but a long term relationship.

Turn'n'burn clients get old, long term clients mean that you know whom you are dealing with, learn their quirks, and also establish what they can expect from you.